Premiering on Sunday 19th November, the new campaign from the UK’s largest supermarket shows how a trip to Tesco can get you feeling more Christmassy with every shop.

Featuring a family that’s getting into the Christmas spirit ahead of the big day, some more enthusiastically than others, the ad reminds viewers that Tesco is here to help with Christmas preparation. From providing an exciting and inclusive range of food and drink products for a festive spread at great Clubcard prices, to quality decorations and gifts for all ages, there’s something for everyone.

This year’s fun campaign brings to life how the build up to Christmas can be just as festive and exciting as Christmas Day. In fact, the Tesco 2023 Christmas Report* revealed that nearly a third of UK adults (31%) said they find the build up to Christmas more exciting than the big day itself.

The ad opens on an enthusiastic Dad and his somewhat reticent teenage son driving to Tesco for their usual shop. Whilst wandering around the store, the Dad spots a Christmas sampling display and, after tasting the Tesco Finest Triple Chocolate Star Shaped Panettone, immediately transforms into a Christmas tree as he starts to get into the festive spirit. In typical teenager fashion, his son looks embarrassed and walks away, clearly reluctant to join in the fun.

In another scene, Dad has fully transformed into a glorious Christmas tree complete with decorations and twinkling lights and is excitedly putting the final touches to decorations at home. When Mum returns from Tesco and delights in sharing some Tesco Finest Golden Mince Pies, she is overcome with festive joy and ‘Becomes More Christmas’, transforming into a spectacular “Snowmum”. Celebrations continue as Christmas puddings, snow globes and nutcrackers join the family for a Christmas party, featuring festive products such as the Tesco Finest Winter Citrus Spiced Ham Joint, Tesco Finest 6 Steamed Duck and Orange Buns and Tesco Finest Montepulciano d’Abruzzo.

Following a second visit to Tesco, other customers can be seen ‘Becoming More Christmas’ with baubles and glittering stars exploring the aisles. At the checkout, the Christmas tree Dad is served by a Tesco colleague who has transformed into a reindeer. As soon as Dad’s Tesco Clubcard is accepted, a shining star decoration explodes from the top of his head, and his Christmas transformation is complete.

While everyone around him ‘Becomes More Christmas’, the teenage son continues to remain reluctant to get into the festive spirit. Until Dad gives him the handcrafted Christmas tree topper that he made when he was a little boy – it’s just the nudge he needs to transform into a Christmas tree himself, topped with that very star.

Emma Botton, Group Customer Director said: 

“We want our seasonal campaigns to reflect how our customers feel as we know there’s been even more anticipation ahead of festivities this year. Our Christmas Report revealed that, as early as September, nearly a quarter of the nation (24%) were already looking forward to celebrating Christmas more than usual. This year, our #BecomeMoreChristmas ad captures the emotions and excitement we feel, as we draw closer to the big day.

At Tesco, as Christmas approaches, we’re providing customers with all their festive favourites and some exciting twists, with quality and great value at the heart of it all. 

On behalf of Tesco, we wish you all a Merry Christmas.”

Set to the soundtrack of OMC’s ‘How Bizarre’, the ad airs on TV for the first time on ITV during ‘I’m at Celebrity Get Me Out of Here’, which starts at 9pm. Ahead of the TV premiere, the Tesco Christmas advert will be previewed to Tesco colleagues across 100 Cineworld locations from Thursday 16th November.

The ad was created by BBH. The concept was developed by Deputy Executive Creative Director Felipe Guimaraes and Lead Creative Team Wil Maxey and Elliott White. Directed by Alaska (Marco Lafer and Gustavo Moraes) through production company Iconoclast.

*Tesco conducted Opinium research with a nationally representative sample of 2,000 UK adults (aged 18+) between 5th September to 8th September 2023. The research also includes comparative Opinium research from 2022 and 2021. Plus, insights gained from previous Tesco sales data and forward-looking sales predictions, as well as insights from expert Tesco colleagues.

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